For our final project of this module, we are required to identify the needs of people and come out with a product that is touted to cater to these specific needs and wow the people.
Ideally, we should be looking at niche groups with very specialized needs. The reason given is that it is better to satisfy one group thoroughly rather than try to cater to the masses and fail to satisfy any group at all (with all the groups being moderately satisfied only).
And we went about trying to identify these unfulfilled needs by observing people around us (kind of like ethnography, except that we did not know what we were looking for or where to start), and asking friends about what they are missing in their lives that they feel can be made better with a one-of-a-kind product/ service.
For a start, we found out that everybody wants to individualize themselves. There is an inherent need for people to stand out from the rest of the crowd, to express their own identity, to exert their presence as in individual, and to state who they are. This is evident in the myriads of clothing, hairstyles, accessories, bags, etc that people turn up in just for that few hours of lessons in school. Even people who simply throw on a pair of FBT shorts, tee-shirt and slippers are trying to express themselves (perhaps as nonchalant, or socially non-conforming?).
Paradoxically though, while they need to declare their individuality, there is also a need to be part of a group. This is perhaps better known as the individual-collective identity paradox in social psychology. This may probably explain why Mac users are individuals who wish to stand out from the majority of PCs users, but are closely bonded (almost cult-like) to other Mac users.
Having identified this need, we then attempt to seek out products/ services out available that are currently unable to satisfy this need. It was by chance that we realized that customized mobile phone might be just what we are looking for. We found out that people often have very distinct use for their mobile phone e.g. some people listen to MP3 on their mobile phones while others own an MP3 player instead. Besides usage, social circumstances also dictate their mobile phone needs e.g. national servicemen serving the country in military vocations are forbidden to bring camera-phones into camp to guard confidential information.
Hence, we propose that a customized mobile phone a la Dell computers may be the way to go for our project. Given the expertise of Dell Inc as a quintessential Internet company touting direct sales business model and build-to-order production, we hope to tape into Dell’s existing expertise, networks, and infrastructures to come out with the new product line.
Here's our presentation for Phase 1:
Class feedbacks
The class is divided into 2 camps of thoughts generally about our idea. The first camp is excited about the prospects of our products as they feel that at times, they face difficulty choosing which mobile phones to buy, wishing that they are able to combine the best of all mobile phones and discard what they don’t need. Perhaps comparative advantage (in economics term) is what they are looking for.
The second camp is more sceptical about the idea and they raised rather valid points. The first point is that of technological possibility and patent-issues. Unlike the computer which uses standard parts/ components, mobile phones do not. Hence, it will increase the difficulty of us trying to emulate Dell’s model since it will be hard to source for suppliers of the components.
The second point is that of identity. While our product allows people to customize to suit their identity, our product has no identity of our own. Mr Reddy raised the analogy of a famous interior architect. While the architect will customize his/her designs based on the clients’ desires, he/she will have a signature style that attracts these clients in the first place.
My reflection
I very much agree with the comments given that there are issues that we need to iron out before we can say that our idea is feasible (at this point in time). I guess we will have to work on whether we want to carry on with our idea or discard it for an altogether new one.
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